Maui Brewing Company

Maui Brewing Company

July 13, 2016 | Designed by The Butler Bros

A craft brewer, a designer, a copywriter, an art director, a Hawaiian Linguistics Ph.D., and a Polynesian tattoo artist all walk into a bar. It’s no joke. It’s our collaboration with Hawaii’s largest craft brewery.

— The Butler Bros.

Maui Brewing Company

“We started by taking our core team to Maui, immersing ourselves in Maui Brewing Company. We learned about their culture of ‘ohana—the Hawaiian word for family that extends beyond blood-relatives to people that share a common bond. Their bond is a passion for brewing beers and a love for true Hawaiian craftsmanship.”

Maui Brewing Company

“We got to know the aspirations of the Maui Brewing’s core team and their founder and CEO, Garrett Marrero. In a poignant moment, Garrett told us the deeply personal story behind their original brand logo, a tribal honu icon. The insights we left the island with were both strategic and spiritual.”

Maui Brewing Company

“When you’re redesigning a logo that the owner of the company has tattooed on his body and customers love, there’s bound to be some passionate discussions. We channeled that energy into an evolution of the word-mark and logo that honors the brand’s equity and essence.”

Maui Brewing Company

Maui Brewing Company

Maui Brewing Company

Maui Brewing Company

Maui Brewing Company

Before

Maui Brewing Company

After

Maui Brewing Company

Maui Brewing Company

It all started on the island of Maui. Traveling with our team to collaborate with the ’ohana that is Maui Brewing Co. made an enormous difference and led us to a beautiful new design for Hawaii’s most prolific craft brewer.

— Marty Butler, founder of The Butler Bros.

Maui Brewing Company

Maui Brewing Company

Maui Brewing Company

“Each can features a custom illustration inspired by the tribal honu logo. We created the artwork with influential Polynesian tattoo artist Orly Locquiao. We also incorporated the nautical coordinates of the brewery and other on-can messaging to express their pride in being a truly ‘Island Brewed’ product.”

Maui Brewing Company

Maui Brewing Company

They peeled us back to our core and helped us to better communicate the true essence of who we are.

— Garrett W. Marrero, founder and CEO, Maui Brewing Co.

Printing Information:
Printer Name: Ball
Print Method: Flexographic

Comments (2)

  1. Big Swell is all I drank when I was on Maui. The redesign is fantastic.

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